VortexDNA and [x+1] Aim to Improve Ad Relevance

Christchurch, NZ April 16, 2008. The VortexDNA technology has already been proven to accurately predict the relevance of online search results. Now the company has signed an agreement with [x+1], a leading New York based ad placement firm, to investigate applying the same technology -- and generating the same increase in clickthroughs -- to online advertising.

The results have the potential to dramatically improve the ability of advertisers to deliver personally relevant content with total privacy.

In tests against Google Search, users were 14% more likely to click on a link with a high VortexDNA relevance score than on one with a low score, translating into a 3% increase in click rates.

The research project will determine whether the VortexDNA predictive algorithm can generate user profiles from attribute data. This data, which includes the time of day a user visits a site, is widely available, non-personally identifiable information used by leading firms today to improve ad placement.

VortexDNA never tracks user behavior, relying instead on an aggregated, non-unique numerical profile that contains no personally identifying information.

The results of the test are expected in June.

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